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Imagine running a successful business one day, and then losing almost half a million dollars profit a week overnight. With a loss like that, what happened next is a testament to food entrepreneur Simmone Logue’s grit and determination. Logue was quick to pivot, looking to new distribution channels, and a strategic rebrand to support the new direction.

When 2020’s Covid restrictions came into full effect, Logue saw entire revenue streams get cut off around her. Simmone had secured a deal with Qantas to serve in-flight meals for business-class passengers, and with travel bans coming into effect soon after, she saw an overnight loss of $350,000 a week. Simmone Logue quickly gathered the team and got into action, as she “knew people would stay at home and restaurants and cafes would be closed, so my guts were right and we were definitely on the front foot.”

Logue’s pivot was influenced by the Beak & Johnston’s 2018 acquisition, which supported brand growth and expansion into supermarkets nationwide. The challenge was ensuring the brand would connect with audiences beyond Sydney – where the Simmone Logue name was already iconic.

We came on board with the Simmone Logue team to set the new brand up for success.We delivered a brand strategy,identity and packaging to connect with their target audience, and drive engagement beyond the NSW market. The rebrand needed to embody the “country spirit & city style”; maintaining the brand’s humble roots while elevating the look and feel to really engage the gourmet customer.

The goal was to expand the brand partnership with Woolworths stores, so our strategy was to reposition the recognisable blue brand with its iconic daisy motif to better communicate the country values and premium quality ready-cooked meals.

It comes as no surprise that you can now find Simmone Logue meals nationwide in Woolworths. Their product offering now boasts soups, ready-meals and pastries, with the Simmone Logue brand establishing their rightful place in the premium ready-meal niche. The proof of their success isn’t just in their sales increase of 700 percent; it’s Logue’s ability to remain authentic while developing new products . She’s been able to spend time transforming her family farm in Oberon, NSW, without stepping back from the nitty-gritty of the brand operations.

Amongst all of the achievements Logue has been able to celebrate in the last year, Simmone has still found the time to respond to every customer email. We’re incredibly proud of the Simmone Logue story and we can’t wait to see what Logue is cooking up next.

Thinking of rebranding your business? Get in contact with us to find out more.

Written by: Jodie de Vries
Published: December 7, 2022